Psychographic and behavioural segmentation of wine consumers

Krstić, Jelena and Radojičić, Milan and Veljović, Sonja (2026) Psychographic and behavioural segmentation of wine consumers. Ekonomika poljoprivrede, 73 (2). pp. 341-360. ISSN 2334-8453

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Abstract

The purpose of this article is to identify specific market segments of wine consumers based on their demographic, psychographic and behavioural characteristics. The data was collected through an online survey of 269 wine consumers in Serbia. The data were analyzed by using multivariate statistical methods (factor analysis and clustering) in conjunction with descriptive and inferential statistics (Chi-square test, one-way ANOVA, independent t-test). Three consumer segments were identified by applying a TwoStep cluster analysis: Casual consumers, Recommendation responsive consumers and Wine enthusiasts. In terms of demographic characteristics, education, place of residence and household type were found to be significantly different among consumer groups. Findings can be used as a basis for the development of effective promotional campaigns targeted at specific consumer segments.

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